Most Americans feel strongly one way or the other about reproductive rights. The last 50 years have produced protests, murders, landmark court cases, and plenty of lies and half-truths about abortion, contraception, sex ed, and choice.

Regardless of your position on the matter, nobody benefits from false assumptions or misinformation. But how to you talk rationally and calmly about topics like teen contraception and late term abortion? Is it even possible?

RH Reality Check, a wing of the UN Foundation, wanted to find out. Hiring E2E to partner with outstanding writer Amanda Marcotte, they tasked us with making a show that debunks the bunk.

Did we pull it off?

The Goal: Produce an engaging show that arms viewers with facts that refute the various fictions being promoted about reproductive rights.

The Requirements: This is a contentious issue, but that doesn’t mean this should be a somber show. Keep it lively while jamming as much information as possible into 2-3 minute episodes. Don’t run from the tough issues; tackle them head on instead. Complete 12 shows in fall 2008.

The Challenge: Talking tough, having fun, and educating the viewer all at once.

The Writing

Unlike most of our shows, Reality Check wasn’t limited by a time restriction, though we were budgeted less than $2k per episode to complete it. This meant that it would need to be carried by its writing and graphic presentation along with strong performances on screen.

Amanda didn’t want to beat around the bush — she made sure we tackled every tough issue being argued today. These included late term abortions, the value of crisis pregnancy centers, the right of pharmacists to refuse to fill birth control, whether abstinence only education works, and so forth.

She then researched and consulted with experts to make sure every piece of information she presented was accurate. Her objective was to fill the viewer with facts presented in a clear, conversational voice. To keep it entertaining, she presented the misinformation she was combating in each episode in the voices of the regular folks who promote it — angry, emotional, and condescending. Treating bad faith arguments with kid gloves gets you nowhere, and nobody takes them apart like Amanda.

There was a lot to say about each topic and not much time per episode to say it. Working with E2E shooter/editor/producer Marc Faletti, Amanda carefully refined each piece down to a digestible 2-3 minutes that would arm the viewer with a lot of information, but not so much that it would be lost or overwhelming by the end.

The Production

We cast our liars among proven 5 Minute Drill talent like Cecil Lammey and Diana Gerson, and we added our own Marc Faletti to the mix. Not many people have written, shot, edited, produced, and appeared in a piece, but Marc was dying to play one of the disingenuous misinformers. He proved once again how stretching yourself in web TV is an ideal way to stretch your budget.

We shot against greenscreen in half-day chunks. We encouraged performers to work their hands into their presentation (you’d be surprised what a difference this makes on the web), and we made sure everyone kept their energy level high. A lumbering take can cause someone to shut down the browser in an instant.

In editing, we worked to make sure everything was clean and legible. Simple can be better on the web without detracting from the professional appearance of the show. We delivered everything ahead of schedule to RH Reality Check, and to this day the show continues to aid their education efforts across the country. It’s also pretty dang funny.

The Lessons

The easiest way to tackle the hardest issues is head on. Your audience is smart, and trying to tiptoe around tough language or hard truths turns them off. It also makes them doubt your information.

You really can teach, entertain, and inform all at once. You just need an amazing writer like Amanda.

Debate format shows (real or staged) are not being utilized enough on the web. It’s an ideal format for shorter shows with less screen real estate than normal television.

Recurring characters will always build up a backstory, even if you don’t intend for them to do so.

Vimeo still crushes the competition when it comes to embedding video across the web. Use them when you can.

E2E is a lot smarter about reproductive rights now than it used to be. So’s our audience!